Someone has found a link to your website in their search results. That’s great. But how do you make sure that they actually go ahead and click on the link to check out your content? It starts by being cognizant of your organic click-through-rate (CTR) and taking measures to maximize it.
What’s Organic CTR?
CTR is defined by Google as “the number of clicks that your link receives divided by the number of times your link is shown expressed as a percentage (clicks ÷ impressions = CTR).” When it comes to organic CTR, this simply means the number of times that people click on your website’s links that pop up in their search results.
The higher your organic CTR, the better because you’re capitalizing on the effort you’ve put into your SEO campaign and generating more traffic. Here are three specific areas to focus on in order to increase your organic CTR.
You’ve probably already heard a million times just how important it is to create captivating headlines for your content. But I can’t stress enough just critical it is to really think your headlines through and ensure that they’re click-worthy.
Search engine users have very limited information to go on, and the first thing that will typically catch their attention is the headline because of the simple fact that it’s larger and bolder than the rest of the text within search results. If you can create a headline that outshines the other links, you can increase your organic CTR dramatically.
Because this is a fairly exhaustive topic that I can’t adequately cover here, I recommend checking out this infographic from Quick Sprout. It’s incredibly helpful.
The next thing that people usually notice when scanning through search results is the description. For example, the meta description for this blog post is “Organic CTR refers to the number of times people click on a link to your law firm’s website through search engine results. Learn how to raise this number.”
While writing a meta description may sound easy on paper, there’s actually a lot that goes into it. One of the primary factors to take into account is the length. Moz recommends keeping it between 150 – 160 characters because people can see it in its entirety as opposed to it getting cut off because it’s too long. However, as little as 140 should still suffice.
You’ll also want to:
- Be as descriptive as possible
- Include your targeted keyword phrase
- Encapsulate the point of your post
Last but not least there’s the URL. The trick to creating a great URL is to keep it simple and pretty. For example,the URL of this post is
However, an ugly URL might be something like http://bestlegalpractices.com/blog/default.asp? sID=9474838339DHV39485833O2300033
You get the idea. Just make sure that your URL highlights the essential words from each page title and nothing more.
By focusing on these three specific elements, you can increase your organic CTR substantially. This means more high-quality search traffic, more leads, more conversions and ultimately more clients.